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Yin-Chiung Shen
Portfolio
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INTRO
“The philosophers have only interpreted the world, in various ways; the point, however, is to change it" Re-framing social issues with exciting technology has always been what I intended to devote myself to. Working in an advertising agency which jump-started a series of social initiatives, I was encouraged to spend 20% of work time in experimenting novel solutions to social problems.
In these projects, I have examined the problems from a practical business perspective and created playful experience for the audience to engage more. My interest is in crossroad. I hope to create diverse works where creative and disciplines meet, where rationality and emotion intersect, and bridge the communication barrier in our society.
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CONTENT
PERSONAL WEBSITE DIGITAL PROJECTS Salaryman Surivival Kits Fitting Room Challenge Mobilish School Deviate Office Party The Excuse 2015
GRAPHIC DESIGN ILLUSTRATION
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Personal Website WEBSITE
The online portfolio website showcases my design, illustration and other creative works. It also serves as proof of my basic programming and website planning skills.
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PROJECT 01
Salaryman Survival Kits DATE
Oct 2015
MY ROLES
Creative Media Planning
METHODS
Rapid Prototyping Crowdfunding Campaign
What degree does humor in the complex social issues increase our interest in learning that? Background Innovative approaches to encourage civil engagement are crucial. This realization motivated me to pursue a master study in Interaction design. I deeply believe, playful interactive experiences can help social issues earn their deserved engagement.
Client
Taiwan Employee Victim of Bankrupt Fraud Association(NPO)
Challenge How to raise public awareness for bankruptcy fraud?
Idea We built a survival kit for the office workers to be prepared to survive in unemployment. The survival kit contains 5 supplies and tools, each of them is no use in real life. We point out the following circumstance in an ironic way: 1. There is no proper recourse for bankruptcy fraud 2. Bankruptcy fraud could happen to any working class 3. Man-made disaster is more severe than natural disasters, everyone needs to prepare for the bankruptcy fraud. 08
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Product Design
PROJECT 01
We believe people are more willing to pay attention to serious issues like bankruptcy fraud if they can digest the information with a touch of humor. Due to this consideration, we create a set of tools which is stated in the form of an ironic metaphor than of practical significance. Most of the tools in Salaryman Survival Kits are designed for people who lost their jobs to kill time in the parks. With this meaning, we hope people can realize that nothing can really help them go through bankruptcy fraud crisis, it will remain unchanged if they still choose to be onlookers instead of fighting for labor law revision and their deserved rights.
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Collective-Fund Website
“ Public and social related projects occupy 64% of sucessful funded ones” Because of the limited media resource, just like promoting a latest unique product, we raise a donation at the crowd-funding platform “flying V” to gain free exposure and to attract early adopters. We choose it as the key media dissemination channel since there are many public-spirited members caring about social issues. It was the first time crowd-funding platform was used not for raising money but for awareness.
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Influencer Marketing
A mayoral election was held during the campaign, receiving a lot of attention. We took this opportunity and invited all these candidates to endorse Salaryman Survival Kits. Therefore, the great masses of people had the chance to learn more about the labor issues.
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PROJECT 02
Fitting Room Challenge DATE
Apr 2015
MY ROLES
Creative. Storyboard Media Planning Project Manager
METHODS
Experiential Marketing Interactive Installation
What makes technology a good trigger over people’s actions? Background In Taiwan, many people think "JEANS" is definitely on the list of "what NOT to wear for sport." However, Earl Jean launched a new denim product for sports, which is flexible, breathable and moisturewicking.
Client
Earl Jean Taiwan
Challenge - How to introduce the sporty jeans? - How to make the distinction when every denim brand emphasize the same product features?
Idea We turned the floor of a fitting room into a moving treadmill for customers to experience the flexibility of the jeans. As soon as they put the jeans on, the floor began to move, forcing them to run to keep balance. Also, we made a viral video recording these funny reactions of customers. Through the video, The Earl Jean successfully aligned itself a sense of fun and energy, communicated its product features to its target audience. 12
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Experiental Marketing
100%
PROJECT 02
50%
Lee
a.
LEVI’S
EDWIN
BLUE WAY
BOBSON BIG TRAIN 2013-07 2014-01
Online Word-of-Mouth of denim brands
100%
Due to market survey, online word-of-mouth is an important purchase influencer for denim costiomer. Along with the bold and experimenting spirit of Earl Jean, we decided to create an online-offline experiential marketing to provoke volume in a short period of time. Constantly Envolving and Changing Personality What it How it Sexy Outdoorsy says about makes costomers Fashion Bold me feel Core Value Playful Chic Pround Spirited Unique
Daring
Products
Full of Promise
Technical Strong Expertise Unleashed Fashion Industrial Background Sporty Denim Stylish Trendy Design breathable
20%
LEVI’S
b.
Facts and Icon
Lee
EDWIN
Brand Costomers consider buying within six months
BLUE WAY
moisture-wicking
BOBSON Male Female
c.
Brand Image
Physical Benefits
easy to move in
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Installation We designed a normal-looking fitting room, with a treadmill in it. When customers experienced the jeans in speed running, their performance were all recorded by the hidden cameras inside the fitting rooms.
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O2O Commerce
After publishing online viral videos, we set this interactive fitting room device in a particular retail store, drawing potential customers from online channels to physical stores. In addition, in order to invite people to experience the jeans on the treadmill, we also set a location-based advertising to send discount codes to people when they passed by the store.
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Mobilish School PROJECT 03 DATE
Jul 2014
MY ROLES
Creative. Storyboard Media Planning Website Planning
METHODS
Spoof Marketing
How does humor act as the new force of the rebellion? Background It has been a world-wide discussed issue that smartphone addiction causes both physical and psychological harm. Yet, this issue is often discussed from an intimidating and negative angle.
Challenge How to talk about smartphone addiction with humor?
Idea We create a fake language, based on the insight that our talking behavior is changed by smartphones. Most of the time people just murmur like "Uh-huh" or "Hmm" as answers to others while they are busy checking their smartphones. It's just like they can communicate with these meaningless words and sounds. We exaggerated these words as the vowels of Mobilish to point out that though these words are meaningless, they still hurt. People should pay attention to their words and behaviors 16 when they are on mobiles.
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Observation
PROJECT 03
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CI Design
In order to introduce to this fake language - Mobilish, which does not even exist in the real world, we designed the whole language system and a language school website. In addition, we exerted world map in CIS and logo design to indicate that Mobilish is an international language spoken by smartphone addicts all over the world.
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03
Longest Ad Ever
PROJECT 03
We shaped meaningless short sounds like hmm as the key factors of Mobilish. Furthermore, we released a 2-hour long commercial to promote it in a touch of irony. In the video, we created a scenario that a man spent 2 hours trying hard to explain a simple thing. When People feel bored and click the fake "Skip AD" button on the video, they would see how Mobilish is used to communicate in a more effective way. The video is more of a joke, but it reminds people of the truth that how ridiculous people talk with these meaningless sounds.
2:00:00 Vedio Structure
2 hr - long explanation
01:30 Mobilish School Commercial
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Fake Wikipedia Page
We also built a fake Wiki page to perform a make-believe language.
Youtube Channel
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To spoof Mobilish, we created a youtube channel and uploaded a lot of educational videos for people to learn how to speak it in different situations.
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PROJECT 04
Deviate Office Party DATE
Jun 2016
MY ROLES
Creative. Visual Director Project Manager
METHODS
Photography
How does empathy works in social marketing?
Background The career training opportunity for Spinal Cord Injury sufferers in Taiwan has been increasing, however, the job opportunity remains scarce forthose received training. The reasons is extreme lack of barrier-free environment in most enterprise facilities and the social stereotype towards"inability and low-productivity" for those HCI workers in weels, which has made enterprises reluctant to recruit.
Client New Life Information Services Co. Ltd. (NLIS) A social enterprise with accessible space, helping SCI sufferers to work on socially productive tasks.
Challenge How to raise public awareness for NLIS?
Idea To raise public awareness for SCI workers, we release a series of funny ironic pictures about employment discrimination,linking office worker's experiences with the discrimination of SCI sufferers have gone through, and tell people "If you can endure your lazy boss, dysfunctional co-workers or even picky clients, why not accept a professional SCI sufferers as your partners?"
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The Position
Office politics isn't something you can sit out.
PROJECT 04
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A Petty Job
Do as you are bidden. Everything.
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Hardly Working
Just bring all the documents for signature to the boss.
Team Player
Must be a team player able to work independently. 03
Delivery
Service first, customer first!
Office Gossiping
Everybody is the subject of office gossip. 04
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PROJECT 05
The Excuse 2015 DATE
Feb 2015
MY ROLES
Creative. Storyboard
METHODS
Experiential Marketing
How brand use negative emotion to attract people?
Background People make goals and resolutions every New Year, but try to think back on the wishes we made over the past few years, most of them can hardly be remembered. Heineken Taiwan wanted to encourage people to stick to their New Year Resolutions.
Client
Heineken Taiwan
Challenge How to encourage people to stick to their New Year Resolutions?
Idea Many Taiwanese believe in releasing a lantern personalized with their wishes to start off the New Year on a right note. Instead of putting wishes on the lantern, this time, we wrote excuses that people usually make to cover up their failure, which represented the releasing of complaint and fears. Say goodbye to all these excuses and help make the resolution come true! The video was implemented in two phases: 1.An anonymous fan page on Facebook to attract people to share their excuses. 2.Fly the sky lanterns with these 26 excuses upon.
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Anonymous FB Page
PROJECT 05
Around 400 excuses were submitted by anonymous users through a Facebook fan page. No one knew that these excuses would be adopted in the video until its release.
User Generated Content + Social Media Service 1
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2
Anonymous Facebook Page
Sky Lantern Activity
Vedio
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Renewed Tradition
The campaign was inspired by the insight into Taiwanese people's love of wish-making whether it's in temples, wishing upon a shooting star, while watching New Year's fireworks or by releasing sky lanterns. The campaign aimed to overturn the traditional culture of using lanterns for wishes and instead use lanterns for getting rid of excuses. It's a positive concept saying that before you make a wish, you should first say goodbye to your excuses.
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Graphic Design Graphic Design
Graphic and visual communication is like an excellent narrator incorporate into the pieces. Through creating UI design and graphic practice, I have deepened layout and independent design thinking to share my stories.
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Graphic Design
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Illustration Illustration
I sketch in record of the eternal and everyday life. It helps me to understand myself and think through problems in a more abstract and critical way.
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